PROGRAM DESCRIPTION

Using music to boost advertising and marketing can have enormous positive results for brands and bands. In fact, matching bands with brands is one of the hottest and fastest growing areas of the business today. Once taboo, brand associations and advertising are embraced by today’s savvy recording artists and their reps to increase exposure to their music and advance their careers. Such recent associations include Madonna with The Gap, Feist with Apple, Goldfrapp with Target, Prince with Verizon and Rihanna with Cover Girl. Increasingly, advertising, brand and marketing executives need to know how to create win-win deals. That’s why NARIP has assembled these experts and deal architects to discuss how to pair music and artists with brands.

How can artists and their reps access billion dollar brands? How can brands access appropriate talent? NARIP?s program will focus on how these deals are done, who does them, how they work and what they cost. Deals done right and deals gone wrong are examined in detail with case studies, checklists and proven templates. Attendees will receive information to identify and secure the right match. Don’t miss this opportunity to hear three top executives who can help take your campaign to the next level.

• Producers, Artist Managers and Artist Reps
• Record & Music Publishing Executives
• Music Attorneys
• Brand and Advertising Executives
• Those seeking music placement opportunities

• How artists can add value to an ad campaign
• How to prepare a brief and package ideas to attract and secure a brand
• Rights and licensing issues
• Selling in, not selling out: what deals make dollars and sense
• Who puts these deals together, and how?
• Case studies: what worked, what didn?t and why (Adidas with Madonna)
• Deal points: money, splits, budgets, fee ranges, negotiation tactics
• How brands identify and secure an artist to “headline” an ad campaign
• How to “A&R” a brand
• Things to avoid
• When art meets commerce: accommodations artists and brands must make
• How to increase the impact and marketability of music in the ad-brand world

Don’t miss this insider’s peek at the music-in-advertising realities. Most importantly, these programs give you practical information you can apply immediately to make better pitches and work with ad agencies and brands NOW.

NARIP PROGRAM NUMBER: P305
PROGRAM DATE: March 12, 2009 in San Francisco; August 25, 2010 in Atlanta
PROGRAM TIME: 3 hours, 37 minutes, 34 seconds (3:37:34)
QUESTIONS? Call 818-769-7007 or contact NARIP
SOURCES FOR MORE INFORMATION
Bands & Brands Blogspot
About K’NAAN
Making of Open Happiness
Coca Cola
More about K’NAAN
Jason Zada
Open Happiness
NARIP
Rock River Music
Source eCreative
Tool of Na

In San Francisco

Jeff Daniels, President & CEO, Rock River Music

Jeff Daniel is President and CEO of pioneering music branding agency Rock River Music. Under Jeff?s leadership, Rock River has stayed at the forefront of non-traditional retail music distribution. Beginning with Gap and Pottery Barn in 1995, Rock River was the first company to produce branded CDs for retailers. Since then, Jeff has solidified Rock River?s position as the leading music-based marketing strategy firm for major retailers and brands. Jeff also oversees Rock River?s full service record label, Rockr Music, which recently released Bob Marley?s ?Roots, Rock Remixed,? the first ever Bob Marley remix project sanctioned by the Marley family. Rock River guides music strategy as Global Music Directors for Fortune 500 brands and produces branded CDs, branded media players, music download promotions, music-based podcasts and other music promotions for such brands as Adidas, The Gap, Pottery Barn, Banana Republic, W Hotels, Ford, Wells Fargo, Volkswagen, Chrysler, Williams-Sonoma, Old Navy, Jaguar, Jose Cuervo, Southern Comfort, Sprite, Radio Shack, Sprint and many others. Jeff also serves on the board of Youth Speaks, the nation?s leading nonprofit presenter of Spoken Word performance, education, and youth development programs. Jeff is a graduate of Brown University and a recipient of Time Inc.?s Marketing Achievement Award.

Jason Zada, Director at Tool, former Executive Creative Director and Founder, EVB

Starting in the early ?90s, Jason began his career in the early days of the Internet. He worked with dozens of advertising agencies until 1998, when he started design boutique spyplane. A year later, spyplane was acquired by ZEFER. Upon leaving ZEFER in 2000, Jason met up with Daniel Stein and formed EVB, a digital content marketing agency. For the last 8 years, Jason has been at the helm as founder and Executive Creative Director of EVB, which is globally recognized for its innovative creative and production. EVB has produced work with Crispin, Goodby Silverstein and Partners, BBDO, and just about every other major advertising agency. During his tenure, Jason led the shop to produce a variety of award wining work for clients such as adidas, Wrigley, Old Spice, VO5, 2k Sports, Burger King, A+E, MTV, Levis and dozens of other high-profile brands. Omnicom acquired a majority stake in EVB in 2006. Recently, Jason directed the infamous dancing elf that has been seen by 193 million people in only 6 weeks, making the project the most successful viral Web site of all time. Jason has had the pleasure of directing campaigns for brands like 2k Sports and adidas that take advantage of his deep understanding of advertising and digital content. Jason brings a unique perspective of storytelling to the industry having worked on both sides of the business. Jason has won over 50 industry awards and appeared in Boards Magazine, Shoot Magazine, Communication Arts, the New York Times, Contagious and many books, magazines and newspapers. He frequently speaks at a variety of industry events including Cannes Lion Festival and South by Southwest. Jason lives in Mill Valley, California with his wife, two crazy children and a small smelly black pug named Cleo. One day Jason will finish the screenplay he started when he was 8 years old.

In Atlanta

Umut Özaydinli, Founder & Chief of Possibilities, Deviant Ventures (former Global Music Marketing Manager, Worldwide Sports & Entertainment Marketing, Coca-Cola)

Seasoned entertainment marketing expert Umut Özaydinli worked for The Coca-Cola Company internationally in various countries for 10 years before leaving the world?s biggest beverage company to start his own venture. Deviant Ventures is a boutique culture and entertainment marketing company with the ambition to help brands deviate from the norm using music, art and technology. Current clients include The Coca-Cola Company, Diesel Jeans, MTV and various communication agencies as solutions partners.

Özaydinli held various roles within the Coca-Cola Company over the years. Highlights of his career include founding Turkey?s biggest open-air music festival Rock?n Coke, launching Coca-Cola?s first ever SMS based promotion in 2001 and creating various entertainment properties like the Coca-Cola Soundwave Express, a program featuring Europe’s longest party train that visited the best music festivals across Europe in eight different countries in 2005.

In his last role, he headed up the beverage giant?s global music marketing efforts and strategy as part of the Worldwide Sports and Entertainment team. His wide range of achievements in this role include the creation of international music marketing properties like the Olympics WE8 featuring world-renowned electronic music acts including Tiesto and Benny Bennasi, the creation of Coca-Cola Trademarks first global music marketing strategic framework and placing music for commercials including the music placement and development of Coca-Cola?s 2009 Superbowl ad, Avatar, that featured a remake of Elvis?s track Stranger in the Crowd by Cee-lo Green of Gnarls Barkley. His last project for the company was launching the global Open Happiness campaign through a musical anthem featuring lead vocals by Cee-lo Green of Gnarls Barkley, Patrick Stump of Fall Out Boy, Brendon Urie of Panic at the Disco, Travis McCoy of Gym Class Heroes and Janelle Monae. It reached over 50+ global markets and topped the charts in 15 countries. It also reached #1 in China and was translated into over 10 languages. The single increased online chatter about the campaign +730%, while delivering 150 million free impressions.

Most recently Özaydinli initiated and launched music for Coca-Cola’?s 2010 FIFA World Cup campaign featuring Wavin? Flag by K?naan, the biggest campaign in Coke?s history, reaching over 150 countries. The single is considered the biggest driver of the campaign and was translated into over 20 languages while peaking at #1 in 19 countries and delivering over 100 million views on YouTube.

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